• New York Times, Wednesday, May 3, 2006 10:45 AM

A few months ago, Yahoo admitted failure in its attempt to bring original content to the Web, largely abandoning the redirection it once declared would be central to the company's growth strategy. The New York Times reports that Microsoft, sensing an opportunity, is picking up where Yahoo left off by hiring Ben Silverman, producer of "The Office," and "The Biggest Loser," to create content for its Web portal, MSN. Under the one-year, multimillion dollar deal, Silverman will create 10 Web pilots for MSN. Four of these have already been pre-approved, including a short form comedy released in two-and-a-half minute increments described by the Times as "The Office" meets "Reno 911" meets "Airplane." Another show would pair a musician with one of his or her inspirations and have them make music together and interact with Web users. The other vaguely described shows include "an interactive 'Crossfire'" (as in the political debate show) and a reality show where regular folk receive help from a celebrity chef. Microsoft's previous foray—nearly ten years ago now--into original Web content did not go well (does anybody remember "475 Madison"?), but many say the Web wasn't ready yet, with high-speed access yet to penetrate the market.    

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